C. Yoon (Carolyn)http://repub.eur.nl/ppl/24430/
List of Publicationsenhttp://repub.eur.nl/eur_signature.pnghttp://repub.eur.nl/
RePub, Erasmus University RepositoryAdvancing consumer neurosciencehttp://repub.eur.nl/pub/76648/
Wed, 01 Jan 2014 00:00:01 GMT<div>A. Smidts</div><div>M. Hsu</div><div>A.G. Sanfey</div><div>M.A.S. Boksem</div><div>R.P. Ebstein</div><div>S. Huettel</div><div>J.W. Kable</div><div>A. Karmarkar</div><div>M. Kitayama</div><div>B. Knutson</div><div>I. Liberzon</div><div>T. Lohrenz</div><div>M. Stallen</div><div>C. Yoon</div>
In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We describe three new frontiers for ongoing progress at both theoretical and applied levels. First, the field will broaden its boundaries to include genetics and molecular neuroscience, each of which will provide important new insights into individual differences in decision making. Second, recent advances in computational methods will improve the accuracy and out-of-sample generalizability of predicting decisions from brain activity. Third, sophisticated meta-analyses will help consumer neuroscientists to synthesize the growing body of knowledge, providing evidence for consistency and specificity of brain activations and their reliability as measurements of consumer behavior.Decision neuroscience and consumer decision makinghttp://repub.eur.nl/pub/37698/
Fri, 01 Jun 2012 00:00:01 GMT<div>C. Yoon</div><div>R. Gonzalez</div><div>A. Bechara</div><div>G.S. Berns</div><div>A. Dagher</div><div>L. Dube</div><div>S. Huettel</div><div>J.W. Kable</div><div>I. Liberzon</div><div>H. Plassmann</div><div>A. Smidts</div><div>C. Spence</div>
This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions. A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaginghttp://repub.eur.nl/pub/20302/
Thu, 01 Oct 2009 00:00:01 GMT<div>R.C. Dietvorst</div><div>W.J.M.I. Verbeke</div><div>R.P. Bagozzi</div><div>C. Yoon</div><div>M. Smits</div><div>A. van der Lugt</div>
The goal of this article is to develop a new theory-driven scale for measuring salespeople's interpersonal-mentalizing skills—that is, a salesperson's ability to “read the minds” of customers in the sense of first recognizing customer intentionality and processing subtle interpersonal cues and then adjusting volitions accordingly. Drawing from research on autism and neuroscience, the authors develop a model of brain functioning that differentiates better-skilled from less-skilled interpersonal mentalizers. They establish the convergent, discriminant, concurrent, predictive, and nomological validities of measures of the scale using four methods in four separate studies: confirmatory factor analysis, structural equation models, multitrait–multimethod matrix procedures, and functional magnetic resonance imaging. The study is one of the first to test the validity of measures of a scale not only in traditional ways but also by adopting procedures from neuroscience.